Customer Reviews

The New Rules of Marketing: How to Use One-To-One Relationship Marketing to Be the Leader in Your Industry

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4 star:		(3)
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While I agree with others who have noted that this book is somewhat out of date, I still found his insights, gained from participating in CRM projects, quite useful. While I was reading the book, I thought that several of his stories and anecdotes would be useful in the classroom. Then he blew some of his credibility late in the book by falling for the "Cookie Recipe" story, a well-known urban legend. I first received that recipe, and heard the story, back in 1977, long before it started floating around the Internet. A small amount of checking would have uncovered this as a hoax. Unfortunately that made me question the credibility of many of his other examples.

You are right on target. The book is now three years old. It was a book of basics about database marketing and did not include any of the now important Internet opportunities.

That is exactly why I have written loyalty.com Customer Relationship Management in the New Era of Internet Marketing, to answer this reader's need. It will be published in January.

Mr. Newell uses an entertaining style to make his points, and the overriding philosophy he espouses hasn't changed, but strategies and tactics have! He doesn't seem to have recent real-life experience with data analysis or online efforts. The biggest successes are derived from a combination of academics and street-wise, hands-on tactics.

This is an excellent book for those companies moving to the Integrated Marketing & One To One paradigm. Newell has laid the foundation for planning. Wish I had written it!

Great nuts and bolts on what you should be mining from your data... but the best part is the reminders that you should set up a customer driven system... the whole company needs to revolve around it.

Not up to date on the web... but covers its subject.

You are right on target. The book was written three years ago and did not cover any of the now important Internet opportunities for CRM.

The purpose of the new book, loyalty.com Customer Relationship Management in the New Era of Internet MArketing is to serve the needs of folks like this West Coast reader who want to learn more about conducting e-dialog.